Why B2B healthcare brands should consider adopting an emotional approach alongside fact-based marketing (Part 2)
We have learned in previously why an emotional approach in B2B marketing is helping to strengthen brand experiences. And we have learned that emotions affect the decision-making process in private and business life alike. What is needed now, is an understanding of how to approach emotional marketing in business-to-business settings. How can it be put into practise, especially […]
Why B2B healthcare brands should consider adopting an emotional approach alongside fact-based marketing (Part 1)
When thinking of B2B marketing, most people conjure an image of rational, fact-based materials, crafted in a clear cut, professional tone. And they wouldn’t be wrong for having this presumption; it’s long been the norm. But recent evidence suggests [1, 2, 3] that this formal, business-like approach may not be the most effective strategy. In order to […]